Good friend – the ever-curious, ever-helpful, ever-inspirational Carlos Miguel Martinez (a fine name – suitable for a 16th century world explorer don’t you think?) sent me a summary of a major travel study (commissioned by Hilton) – 14,000 people from 14 countries – on what they are seeking from travel in 2026.
All five resonate with me!!
1. “Hushpitality”: Seeking Silence and Stillness
In an overstimulated world, travellers crave peace.
Hilton found that almost half of travellers now add extra days to disconnect before or after family trips and many are choosing destinations where they can simply breathe.
Wellness, mental clarity, and calm have become new luxury.
2. Home Comforts are the New Carry-On
The modern traveller wants familiarity.
From favourite streaming shows to pet-friendly rooms, people are bringing their routines with them.
Even abroad, 77% of travellers enjoy browsing grocery stores, proof that comfort and local discovery can coexist beautifully.
This is also why long-stay travel and remote-work destinations are booming: people want a “home away from home” they can trust.
3. Generation Remix – Families are Redefining Travel
Family vacations aren’t what they used to be.
Children help plan itineraries. Grandparents take grandkids on “skip-gen” trips. Families are seeking shared play, not screens.
Travel is becoming a tool for bonding and shared growth across generations.
4. Inheritourism: Travel with Legacy and Meaning
People no longer travel to escape their lives, they travel to understand them.
More than half of families now plan trips to connect with their roots and local traditions.
“Cultural immersion” isn’t a buzzword anymore — it’s a priority.
5. Purposeful Journeys: The Rise of the “Whycation”
The biggest transformation is philosophical.
Travellers are asking why they travel.
To rest. To reconnect. To grow.
This emotional motivation – rather than location – is now the foundation of modern tourism.
